New Fake Chicken to Debut at Select Whole Foods

Next month, a new vegan chicken substitute will premiere at select Northern California Whole Foods Markets as part of its prepared food offerings, NPR reports. Beyond Meat, a Maryland-based company, claims its soy and pea-based product will be a more realistic-tasting and affordable alternative to other fake meats currently on the market. In a recent NPR feature, founder Ethan Brown discusses how his experience growing up on a farm led him to adopt a plant-based lifestyle. Disappointed with the quality of commercial meat substitutes, Brown launched Beyond Meat, aiming to reach mainstream consumers as well as fellow vegans with his wholesome product. “This is one of the cleanest proteins you can get,” he says. “It’s just a pure, simple product that comes from plants.”